Analisis Pengaruh Inovasi Produk, Kualitas Dan Harga Terhadap Loyalitas Pelanggan Produk Mie Instan Indomie di Kabupaten Sukoharjo

Saputri, Linda Ayu and , Ir. Irmawati, S.E., M.Si (2021) Analisis Pengaruh Inovasi Produk, Kualitas Dan Harga Terhadap Loyalitas Pelanggan Produk Mie Instan Indomie di Kabupaten Sukoharjo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of Product Innovation, product quality, and price on customer loyalty of Indomie Instant Noodle products in Sukoharjo Regency. In this study, using a sample of 160 people who were taken randomly, namely people who have repeatedly consumed indomie type instant noodles. The data collection method was carried out through a questionnaire using an likert scale. Samples were taken as many as 160 respondents with purposive sampling technique. Data was processed by SmartPLS, analyzed by convergent validity, discriminant validity, Composite Reliability, Average Variance Extracted (AVE), Collinearity Statistics (VIF), path coefficient determination, hypothesis testing using bootstrap, and direct and indirect effect testing using Structural. Equation Modeling (SEM). The results showed that product innovation had a significant effect on customer loyalty, product quality had a significant effect on customer loyalty, product prices had a significant effect on customer loyalty for indomie instant noodle products in Sukoharjo district.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Product Innovation, Product Quality, Price, Customer Loyalty
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LINDA AYU SAPUTRI
Date Deposited:	28 Sep 2021 21:10
Last Modified:	28 Sep 2021 21:10
URI:	http://eprints.ums.ac.id/id/eprint/94550

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